Reimagining the future of buying and selling ads online

We’re in the midst of an online advertising revolution that makes the consumer the center of all we do—with creative tools to make ads that don’t just inform but inspire and dazzle, and measurement frameworks that go beyond clicks to drive real emotional engagement. The next step is to look beyond the ads themselves and reimagine the entire system of buying and selling ads online in a way that puts users first. Today, at our DoubleClick Insights conference, we’re gathering with our closest customers to discuss how we can partner to accomplish this and to unveil some tools for advertisers and publishers that we think will help us all reach this goal.

In particular, we’re introducing DoubleClick Digital Marketing: the first modern ad platform built for the modern digital world. You can read the details on the DoubleClick Advertiser blog, or watch live. This represents the biggest overhaul ever of our DoubleClick ad platform, used by agencies and large advertisers around the globe for digital media buying. One of the central challenges we’re looking to solve with this effort is that digital marketing is still incredibly complex—with marketers juggling multiple systems to manage their different digital efforts across banner ads, paid search campaigns, mobile ads, online video and measurement using systems that don’t talk to one another. We think of this a bit like an old school ‘90’s stereo system, with separate CD, cassette and radio players and a mess of wires in the back. What we want to provide to our partners should be more like the intuitive, powerful smartphones we carry in our pockets today—which not only play all our favorite music, but take pictures, keep our schedules and more.

Towards this end, DoubleClick Digital Marketing will weave together the technologies that buyers currently use to plan, manage, schedule, deliver and measure their online buys in a way we think will not only help them work smarter and faster, but ultimately be more responsive to their customers and deliver better ads.

For our publisher partners, our focus continues to be on bringing together the best of our products, and those of Admeld, the publisher technology company we acquired last year. So we're announcing some new tools to give publishers greater transparency into their businesses and better ways to work with their partners, for example a new Market View on the DoubleClick Ad Exchange that gives them the big picture of what’s happening across the exchange, rather than just their own performance. We think that ultimately, by empowering publishers’ growth and success and enabling them to continue funding great online content, everyone wins.

For more details on our announcements today, be sure to check out our DoubleClick Advertiser and DoubleClick Publisher blogs throughout the week, or tune in to the live stream of DoubleClick Insights, from 9am-1pm PT today, June 5.

Posted by Neal Mohan, Vice President, Display Advertising